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HONDA CR-Z SPEEDING FOR THE ENVIRONMENT Monika Rutana Alyssa Obin The Green Supreme Agency.

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Presentation on theme: "HONDA CR-Z SPEEDING FOR THE ENVIRONMENT Monika Rutana Alyssa Obin The Green Supreme Agency."— Presentation transcript:

1 HONDA CR-Z SPEEDING FOR THE ENVIRONMENT Monika Rutana Alyssa Obin The Green Supreme Agency

2 WHAT WE WILL DO  The main objective of our campaign is to promote Honda’s CR-Z while creating excitement among the target audience to help our community by going green.  We will create buzz through students with the use of Facebook, Twitter, and YouTube promoting our campaign  We will use Nontraditional Media with the use of blogs, t- shirts, and sidewalk chalk promotions  We will host weekly Springfield cleanups, a benefit race, and an intercollegiate event

3 WHO WILL BE INVOLVED  Our campaign will focus on working with the four colleges that are located in Springfield, MA  We also will work to get the target audience age group by working with Sophia Sports Bar and Paddy’s Pub.  Combined these colleges have over 17,000 full time students*. The majority of which are in the target audience for the CR-Z *Data gathered on collegeprowler.com

4 SPOT THE CAR!  The car will have a sign attached to the windows that will say: Go online and“Spot The Car” followed by the blog URL created just for this purpose  Our goal here is to see how many people will notice the unique car and click on our blog, we will keep count of the page hits  The website that we are asking people to go to consists of images of the CR-Z, reasons they should buy the particular car, and eco-friendly tips and how they can help the environment Our goal: Get 1000 hits on Spot The Car blog

5 SOCIAL MEDIA We will create a Facebook page that will include information about the CR-Z and the promotion campaign that we are hosting. Pictures of the car will be displayed and we will post pictures of each event. On Twitter, we will update our actions and progress, our events, and the games we will be attending. Daily Tweets will include either green tips or locations and times in which followers could spot the car. Goal: Get at least 40% of the students to become friends with us on Facebook (680) Our Goal: Get at least 10% people to follow us on Twitter(170)

6 YOUTUBE CR-Z speeding by a baseball field Baseball player “Improving fuel efficiency of cars and light trucks is one of the single biggest steps we can take to reduce global warming.” Football player “In the U.S. the average person releases 10,000 pounds of carbon dioxide each year” Soccer player “Emission by hybrid cars is very low when compared to their conventional counterparts, which means that increasing use of hybrid cars will automatically decrease the levels of pollution and reduce the effects of global warming on the planet. Scientific estimates suggest that by replacing conventional cars with hybrid variants, emissions will be reduced by a whopping 90 percent.” Pom poms would be shown falling from the ceiling with cheerleaders saying “Going Hybrid with the CR-Z will make a difference but will you?” Our Goal: Get 2,000 hits on sport CR-Z YouTube video

7 MEDIA Traditional  Television  Newspapers  Flyers Non-Traditional Side walk Promotions Motivational Quotes: -The CR-Z will give you the speed you need -You will always be in style with the CR-Z no matter what distance you go - The CR-Z dresses to Impress

8 EVENTS AND GOALS  Forest Park Clean Up- Goal: Clean up entire Forest Park by the end of 6 weeks, move the litter index number to 1.0 (from current 3.5)  Sprint to the Green- Goal: Get at least 150 people to participate in the race, Donate $500 to ‘Keep Springfield Beautiful’ generated from the race  Mr. + Misses Green- Goal- Get at least 50 students from each Springfield college to attend  Game Appearances- Goal- Get 20 people at each game to add us on Facebook  Information Sessions- Goal: Get at least 30 people to attend each info. session

9 PARK CLEAN UP  Why: Forest park was rated at 3.5 in the 2010 Springfield, MA Litter Index with 0- being no litter and 4- being extremely littered *http://www.keepspringfieldbeautiful.org/annual-cleanup.html  Incentive/Promotion: Making the park a cleaner environment. Eight men and women will be selected to participate in Mr. and Misses Green. These nominees will be the ones who were most successful and active during the cleanup.

10 SPRINT TO THE GREEN  What: This Event will be a 5K race to raise money for Keep Springfield Beautiful. It will cost $10 to run but in return all participants will receive a shirt promoting the race and the CR-Z  Incentive/Promotion: Proceeds will give back to the community. CR- Z will be located right after the finish line and the winner of the race will be photographed inside of the car.

11 MR. AND MISS. GREEN  What: A competition that nominees will tell of their eco-friendly ways and dreams, dress to impress, and asked to create a creative act  Promotion: Flyers, word of mouth, Tweets and event pages on Facebook will promote this event.  Incentive: -Crown -Publicity -School Representation -Eco-friendly Image

12 INFORMATION SESSIONS  We want to challenge the sports teams to get themselves and their school community involved in our competition  Teams will have a chance to be promoted with the CR-Z when we visit their school for a home game. Their school will also be represented in the YouTube video we will create featuring at least one athlete from their school.  We will attend the sporting event with the CR-Z and create Hype by having members of our committee asking viewers if they had check out the cool new sports car that Honda released GAME APPEARANCES

13 CALENDAR WITH DATES OF PROMOTIONAL ACTIVITIES

14 WEEK 1  October 11 WNEC, campus center ….The first impression–Kick off,  Oct 12 Springfield College, campus center ….info session, our goals, and plans  Oct 13 5pm American International College, campus center ….info session, our goal and plans  Oct 14 5pm Springfield Technical Community College, campus center …..info session, our goals and plans  Oct 15 3pm Spot the car day ….driving around the area, malls, shopping centers, city center to create buzz  Oct 16 1pm AIC’s Homecoming Football game against New Haven  Oct 17 1pm WNEC clean up

15 WEEK 2  Oct 4pm Filming YouTube Video  Oct 7:00 Springfield field hockey Vs. Clark  Oct STCC Men’s Soccer at Holyoke  Oct 21- Spot the Car day. Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's  Oct WNEC Volleyball Vs. Babson  Oct 1pm- Forest Park Clean up  Oct 10am- Raise of Hope walk, Springfield Forest Park CR-Z displayed

16 WEEK 3  Oct Take a picture with the CR-Z WNEC campus  Oct WNEC Men Soccer vs. Anna Maria  Oct AIC Women Soccer vs. Le Moyne  Oct car parked at Sophia’s- Viewers can take pictures with the CR-Z  Oct the Car Day- Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's  Oct Forest park clean up  Oct 31-Spot the Car Halloween park outside of Paddy’s Pub and take pictures of people with the CR-Z

17 WEEK 4  Nov 1- Drive CR-Z throughout Springfield looking to pick up leftover Halloween trash and cans  Nov park at Springfield College- More Green for less $Green? Trade in your car for the new Honda CR-Z info session  Nov 3- Walk around campuses talking with as many students as possible about the CR-Z and going green  Nov Sophia’s Sport Bar- Viewers can take pictures with the CR-Z  Nov 5- Spot the car day  Nov Forest Park clean up  Nov pm Sprint to the green

18 WEEK 5  Nov park at Springfield College- More Green for less $Green? Trade in your car for the new Honda CR-Z info session  Nov 9-Spot the Car Day- Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's  Nov 10- Sidewalk promotion day- Cover as much area as possible with CR-Z Info and logos  Nov More Green for less $Green? Trade in your car for the new Honda CR-Z! info session WNEC  Nov 12- Spot the Car at AIC Men Basketball vs. Dowling  Nov Forest Park clean up  Nov Mr. and Miss Green

19 WEEK 6  Nov pm park at STCC- More Green for less $Green? Trade in your car for the new Honda CR-Z info session  Nov at Springfield College Men Basketball vs. Worcester State  Nov 17-Spot the car- Holyoke Mall Edition  Nov 7pm park the CR-Z right before entrance of the Home Western New England College Hockey Rink for their game  Nov 19- Spot the Car day  Nov 20-Finale with Mr. and Misses Green at the Women(3 pm) and Men (6pm)Basket Ball Games at WNEC  Nov Park Clean up, 3pm Forest Park inspection by members of Keep Springfield Beautiful, Litter Index Update  Nov 22- The last impression- Calculate success

20 OBJECTIVES Social Media: -Facebook -Twitter -YouTube Non-traditional media outlets: -Sidewalks -Spot the car -T-shirts Traditional Media: -WWLP22 -Republican Events: -Park Clean up -Games -Sprint to the Green -Mr.+ Miss Green Primary Objectives Promote the stylish, sporty CR-Z by creating buzz among the target buyers Promote the CR-Z among campaign participants and third parties, present the CR-Z in a new exciting way Get the attention of our target buyers outside of the colleges Show the car, make people want it, educate them about the CR-Z’s fun and affordable style Secondary Objectives Get coverage and show how Honda is going Green, and how our community can benefit Show our cause to the people of Springfield and to increase an interest in the CR-Z Create publicity showing Honda’s environmental image Teach participants to be more eco- friendly through fun activities while promoting the car

21 SUMMARY  What: The Sporty Stylish Hybrid Honda CR-Z  Where: The Greater Springfield Area  When: October 11 th to November 22 nd  Who: Target market of  Why: To promote the CR-Z and create HYPE of going “green”  How: Fulfilling our Marking Campaign Gas 6 $120 Car WashWeek Week Week Total$150 Budget


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